As summers grow hotter, Korean shoppers cover up

AI핵심 요약

• ·Stronger ultraviolet rays and extended summers are driving demand for fashion that physically shields skin from the sun, such as parasols and long-sleeved pieces.
• ·Searches for parasols on LF Mall rose 26 percent between April 1 and June 25 from a year earlier, while searches for sun-blocking clothing items climbed 338 percent.
• ·The shift reflects consumers moving beyond sunscreen to avoid sun exposure altogether.
• ·Leading the category are all-weather umbrellas, designed for both sun and rain.
• ·Once seen as the preserve of older shoppers, they are becoming a summer staple, prompting LF's accessory brands to widen their lineups.